Public Relations Institute of Australia

Lecture week 1

1. Symbolic relationships divorced from behavioral ones.
2. ‘Post-disciplinary’ PR
3. Trust

• Tectonic shifts in how organizations achieve trust
• Calls for increased transparency, accountability and regulation
• Consider the energy industries, financial services and issues around agriculture and food security

1.         “Public relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization (or individual) and its (or their) publics.

“It's the key to effective communication in all sectors of business, government, academic and not-for-profit.

        “It is a management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.”

- Public Relations Institute of Australia

5. Public Relations is about reputation - the result of what you do, what you say and what others say about you.
“Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behavior. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.”

                - Chartered Institute of Public Relations (UK)

6. Ehling, Dewey, and Grunig all suggest that a public arises when a group of people:

1) face a similar situation;

2) recognise what is indeterminant and/or problematic in

that situation;

3) organise to do something about the problem (in Grunig 1978)

7. Edwards, (2011): The standpoint from which PR is best understood is that of the organisation; therefore, elements of the external context, such as ‘publics’, may be validly defined in relation to the organisation’s strategic communications interests.

Lecture week 2

1. Defining publics defining the management of the relationship through these sort of ideas of identifying stakeholders
2. An organization public image, can sometimes be radically different from the way that organization conduct itself. With the construction brand, construction of organizational identity
3. Many American brand, many brands which are considered as american’s
4. Organization behavior means the things they do, that means the way they make their staff sale, the way they organize their labor, their conducts in regards to the environment, their conduct in regards to the human resource, their conducts on how they deal with the changes, their relationship, their technology, relationship to the innovation.
5. Can we make those things central focus of how we frame the public facing personer of organization
6. Difference between marketing and PR
7. Organizations are also a great predictor that what might happen
8. The idea of mutual benefit, can that actually occur
9. There are always be more powerful groups that facing the organization than others. Some organizations are very sensitive to government. For examples, some organizations are very sensitive to their competitors, some organizations are kind of mercy help by regulators or people who supply the wrong material for the stuff they make, some organizations need to be very sensitive to sertain market into different geographic theory, because if they lose their market, their profitability will be attacked.
10. Mutual benefit across all stakeholder groups is something that you cant achieve, so you need thinking instrument, you need models and tools and ways to predict, and scenario plan what might happen if these relationship change
11. Model 1

Organization in the center and different stakeholder groups around it

Enabling linkage because they provide capital, their envasment provide organization with money. We think about government regulated, they provide the organization the license to operate. We think about input, without the employee, they will be no activities. They input to the system. Suppliers they provide the raw material and input to the system. That would be voters when you think of some political organization. The normative linkage, the thing they just exist in the market that you operate, that seems like competitors. They have a stake in your organization decision, and if you do something anti-competitive, it’s very likely that your competitors will against you

This models thinks very well about the organization in terms of the thing it needs to function

1. Model 2

As a situation progresses, do we have a way of thinking about how stakeholders power, legitimacy, urgency might affect into that situation. When you think about a crises. You might think about how these things work. You might have to set up a certain situation in which there is a direct contact

1. Edward Bernays is one of the first people doesn’t take a statement that attribute to the organization, one of the first to use third party authorities to advocate for his clients, citing professional organization, citing doctors and scientists
2. Social influence
3. This idea of the ‘tie in’, when we thinking about the channels of communications is precursor to what we know today as integrated marketing communications. IMC comes from bernays practice.
4. They use experience to drive strategy, to drive behavior, and they encourage documentation of processes, this build up organization resources and document campaigns
5. Page society

Lecture week 3:

1. Objectives are usually written with an organization’s mission, goals, vision and values in mind.
2. The work of PR professionals usually involves translating one type of objective into another, what often happen, you get a broader organizational objectives, like you want to vote the support, you want to increase sales, or you want to increase customer satisfaction, or you want to build an awesome product. What the communications department need to do in that, is take the objective and express in terms that communications activities can even get the support.
3. You can take the objective and translate later, use the translation of topline objective, or corporate objective, objective from other parts of organization function into objective have something to do with communications, so that’s about reaching particular audiences, that’s about bring behavior or change.
4. Communication objectives who support sort of upper layer of the organizational objectives, so you always need to go through that process of translation, thinking about what is the organization trying to achieve, and how can communication activities help achieve that, which is only one part of broad strategy.
5. These objectives are formed through basically two ways of understanding the environment in which this communications are going to present themselves in various audiences.
6. The communications environment that we work in they tend to be in a real time, so they always changing, new information comes to live, new things happen, as that happen, the objective needs to set in a way they can be moved and changed. And these objectives can pass on different stakeholder groups and stakeholders can have their own objectives.
7. They are just too alternative that both equally as good as each other and depend on the situation. But the key thing to think about that is that translation of topline objective into thing that can be dressed by the function of public relations and communications.
8. PEESTL analysis:

• Political
• Economic
• Environmental
• Social
• Technological R&D
• Legal

1. SWOT analysis

• Strengths and weakness should always be internal to the organizations, it means that something you can do internally with your organizations to change that situation, you have control over it.
• The opportunity and threats below it to category, they are always external. And they can’t be controlled, they just have to be deal with. But there is nothing you can do to fix those issues and nothing you can do to directly affect them.
• The elements within them should always be balanced. If you got four strengths, you also need four weaknesses, four opportunities, and four threats. It’s because of planning and prioritization, so what you want to do is in each of those, you won’t be able to sign a priority one two or three. What’s most important, what’s the second important, what’s the priority. The reason that you sign, those categories and those priority, is that if your budget get cut, you know what to take away. If you run out of the time, you know what to take away. You have got some sense of priority.

Lecture week 4

1. 5W models: who what when where why and how
2. 8 news values:

• Impact
• Proximity
• Prominence
• Timeliness
• Conflict
• Currency
• Novelty, the unusual or unexpected
• Human internet

1. Proximity changes as the situation becomes more complex, more global, so proximity has a real relationship to globalization, and it’s not just about accident, and those sort of things with environmental impact. It’s also about XXX. So globalization brings with us and when the things happening in places that we may have never been to, places we have no real commedia material concerning. The way interesting in those places, those places are meaningful to us in some way. So proximity kind of changes with technologylisation and globalization, and that’s not just industrial technology, that’s also communication technology. So we might be more concern about the things that happening in other parts of the world than in a media neighborhood.
2. Timeliness
3. Conflict is really important, also it turns the things like defamation, and damaging people’s reputation, because you can be s  of that.
4. So currency is something that will change over time around the debate, sort of things will like become more fashionable around the particular debate within the larger debate around the particular issue.
5. Novelty are really interesting,

And The cosmetics directive was three prompt approach, first one is ‘no finished cosmetics product can be tested on animals’, but it didn’t stop that. Because if you only ban finishing product testing, then companies can testing individual ingredients. So the legislation also said ‘no cosmetics ingredients can be tested on animals.’ But this still led a new point, because European companies could just get their animals testing done in other parts of the world. And companies based outside Europe could sale their animals testing products in our European shops. So it also said ‘no marketing or selling of animal tested cosmetics anywhere in Europe.’ Everyone was happy about that they have won the protest to stop animals being used in cosmetics testing and relieved and went back about their business. But we are still looking another

...